Where do Black travelers want to go in 2022?
According to the Mandala Research Firm, 17% of African Americans take one or more international trips and travel locally more than six times per year. So what’s on their radar and where will they choose to spend over $109 billion of estimated revenue? We talked to a few of our most successful black franchise owners, Isaiah & Deborah Banks, Leslie Richardson and Val Dorsey about what destinations black travelers are interested in for 2022.
Leslie Richardson, 52
Houston, TX
Popular destinations: Jamaica is always going to be a popular one because it is easy, affordable and has a lot of options. Mexico. Dubai has been very popular. Black families are also booking Alaska and it’s about time. I’ve been pushing that for a while now! Destinations are cruises. Cruises to the Caribbean are high on the list by default. Passports not required and it’s closer and affordable. There’s also been an uptick in Greece interest.
“More black travelers are using travel agents and in a way, covid was a blessing in disguise because people don’t know how to navigate new normal, so they’re coming to us to navigate the new era of travel and supporting black business,” said Richardson.
Best travel tip: Use a travel advisor. A lot of people have no concept of what we do. People make assumptions and they think we’re the same as online sites. I pride myself on really getting to know the destination and mode of travel and the people and the resorts. Knowing who to call if and when issues come up and being able to navigate things is a big part of what we do. If anything, people need travel protection. Use a travel agent that knows what they’re doing. Relationships are huge.
Isaiah and Deborah Banks, 55 and 61
Madison, AL
Popular destinations: Things that are close to U.S. including the Caribbean, Jamaica, St. Lucia, Mexico and Alaska.
“We have seen an increase of travelers and millennials using advisors because of protocols that are in place,” said Banks. “It makes it easier to have that extra knowledge and also to have someone if something comes up and have a home base to call.”
The Banks says wherever they travel to, they do a lot of posting. “From the time we arrive and checking in, we are their eyes and ears for the trip,” said Deborah. “We have evolved in a sense. In the past you didn’t see a lot of black travel agents but now you do. We’re not alone and we’ve grown in numbers. I always tell people we don’t charge for our services, but the best way to show us appreciation is to refer us. We always go the extra mile for our clients.”
Best travel tip: Take in the moment. Don’t worry about the shops or souvenirs. The best part is seeing the experience-- it’s a memory you can’t buy.
Val Dorsey, 73
Royal Palm Beach, FL
Popular destinations: People request to go to Dubai a lot and it’s a very popular destination right now. Black clients really want to go there. And of course, the Caribbean.
Val Dorsey, who has owned a Cruise Planners franchise since 2011, and currently sits on the Northstar Black Travel Advisory Board, says the world is an allure for black travelers. “We’re interested in seeing the different pockets where our ancestors are from. My goal is to educate everyone that we’re interested in everything- not just where we think black people are.”
“Our travel story is one that needs to be told because blacks don’t just travel under black agencies,” said Dorsey. “We travel with who we love and trust. So if you have good suggestions, you’ll have clients. We have a desire to look for ourselves around the world all the time."
Val spoke of seeing pockets of black communities in different parts of the world and connecting with the African diaspora abroad. In Hong Kong she found a black underground with BBQ and live jazz music and in Paris, there’s an experience known as Black Paris.
“Where there’s music, you will find blacks. Where there’s an appreciation for jazz, you will find black people. Spain, Italy.We will always seek out people who look like we do.”
Best travel tip: If you’re a traveler, go ahead and travel because covid isn’t going anywhere. If you’re careful, you can travel safely. Travel is possible-- there are just more steps. But people are glad to see us everywhere and service is top notch because they are happy with the tourism we bring in. It’s a great time to travel the world.
With nearly five million black millennial travelers in the US, who spent at least $63 billion in 2018, there's a huge business opportunity for brands that successfully cater to this market. So let's pack our bags and chart where to next!
